Photographer Reimagines Famous Icons of American Advertising as Self-Branded Products

As an ongoing project since 2012, photographer Mike Mellia has been placing self-branded products inside local bodegas, supermarkets and people's homes as an alternative to social media's online status updates. The project titled "Self-Absorbed" pokes fun at a generation enamored with disposable identities. Via his website, "With our self-portraits shared through social media, everyone now creates their own "brand". This product placement project re-imagines some of the most famous icons in American advertising. It combines the experience of performance art with the subversive tactics of street art."